Press Release

05/03/2012

Slough, UK, 3 May 2012 – Following positive Q1 financial results, LG Electronics (LG), a global leader in consumer electronics, this month launches an integrated marketing campaign to showcase its new L-Series smartphones in the UK.

The campaign, consisting of out-of-home, print and online advertising, targets style conscious consumers who are looking to either migrate from ‘feature’ to ‘smart’ phones or upgrade their existing smartphone.

Echoing LG's strong brand sentiment, all advertising is centred around a "Life's Good when..." tagline, which showcases the standout features and consumer benefits of the new product line-up.

To support the launch of the brand's new L-Series portfolio in the UK, LG has employed the services of London based, brand activation agency MWorks, who were responsible for developing the overarching creative for all outdoor, print and online advertising.

Further to this significant advertising investment, this year LG will also utilise its sponsorship of Birmingham’s LG Arena, with access to sold-out events made available to consumers via exclusive give-aways both in-store and via social media, radio and press channels.

Steve Gater, CE Consumer Marketing Director, comments: “Great style and design has always been central to LG’s mobile offering and we’re very excited about the launch of LG’s three, new L-Series smartphones. We’ve had a great start to the year and we intend to maintain momentum with a really impactful marketing drive. There is a space in the market for attractive, affordable smartphones and we believe the L-Series is perfectly placed to fill it.”

Russell Perry, Managing Partner at MWorks added, "We're delighted to be working with LG on the brand’s latest mobile launch. I believe that our creative approach brings the benefits of the L-Series range to life with huge effect and in turn will engage and connect with our target audience. We predict an exciting future for LG Mobile and their new L-Series range that opens up the possibility of Smartphone ownership to a much broader market via more accessible price-points.”

LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances. With 117 operations around the world, LG achieved global sales of USD 49 billion (KRW 54.26 trillion) in 2011. LG is comprised of four business units – Home Entertainment, Mobile Communications, Home Appliance, and Air Conditioning & Energy Solutions – and is one of the world’s leading producers of flat panel TVs, mobile devices, air conditioners, washing machines and refrigerators. For more news and information on LG Electronics, please visit www.LGnewsroom.com.

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